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About Soshal GroupWe are a digital marketing and innovation agency.Our clients are looking for a dedicated digital partner, often as theiragency of record. At 12+ people, we are small enough to stay nimble,but large enough to work with sizable brands and organizations. www.SoshalGroup.com | @SoshalGroup 2

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We will cover1.How well is your organization currently leveragingconversations through digital engagement?2.How can you secure funding and support from seniorexecutives?3.What tactics are necessary for reaching an inclusiveaudience? 54.Who is using digital engagement well? What results arethey tracking?

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Today’s audienceOver 60 people signed up for today’s webinar and theaudience includes:•At least one person from each province•Six Provincial Ministries of Health•Two different Federal Departments•Public Health 7•Over 20 hospitals

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Asking questionsDuring the Webinar:•Type in your questions in the Question section on the GoTo Meeting Control Panel.•We will assume all questions can be publicly answered. If you would like yours to beprivately addressed, add “private” to the end of your question.During Q&A:•If you want to verbally ask questions during the Q&A at the end – please put up yourhand by clicking the hand button on the GoTo Meeting Control Panel.After Webinar:•We are launching a social community to continue the conversation on digitalengagement after today’s webinar. Visit www.soshalgroup.com 8

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Defining “DigitalEngagement”“Digital Engagement is anything and everything thatinvolves a conversation online.” Tim Lloyd – former Deputy Head of Digital, US Dept. of Health1.The use of technology to increase touch points with various stakeholders2.Frequency of conversations improves processes and procedures3.Improvement in patient care and working environment for staff 9

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How did it start?“…. the year was 2007 …..”•Recognition that Web 2.0 was becoming a big thing•Board of Directors working group on member communications reportcalling for member engagement (two way) 13

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Which led to…•Assessment of member needs and where we couldbring the most value•Creation of secure, private social networking site forphysicians - Asklepios 14

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…at the same timeRealization that CMA had:•No internal structure to support digital engagement•No access to social media sites for staff•No strategy to use social media•No dedicated resourcing 15

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Which resulted in•Internal assessment of legal landscape of social mediasites•Planned internal strategy taken to senior management andBoard•Initial assessment of what we wanted to do•Pilot project to provide access to SM sites to staff•Development of social media use policy for staff 16•Launched pilot Twitter account (@cmaer)

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However…•Value proposition of digital engagement for membersis still very unclear•Definite pushback from some members concernedabout privacy, security issues and lack of value 17

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So we…•Looked at digital engagement from a strategicperspective•Continued to update senior management on the topic•Used Asklepios to support engagement withmembers on specific topics 18

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Which led to…•Creation of a CMA Twitter account, to be used atannual meeting•Pilot use of YouTube•Use of Facebook for a specific campaign with publicin conjunction with other media 19•Dedicated resourcing for community manager tosupport Asklepios

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What we forgot…or chose to ignore.•How to properly support an online community•Development of an association-wide digitalengagement/social media strategy•The value proposition was still lacking for physicians(and other health care professionals) 20•Proper metrics to measure success

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Which then led to…•Development of social media-based Intranet for staff•Development of social media guidelines for members(first balanced guidance in Canada for physicians) 21

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What we did right•Started small and progressed incrementally•Had communications/public affairs lead the initiative(not IT)•Sought senior management buy-in before proceeding•Used digital engagement tools strategically 23•Recognized need for dedicated internal resourcing

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Where we’re going…•Development of an association-wide strategy•Build on early successes (Twitter)•Evaluate new tools (e.g. Pinterest)•Acknowledge changing landscape (sunsetting ofAsklepios) 24•Continue to be strategic

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Why it matters to us•Canadian physician use of social media will increase•Social media will transform physician-patientinteractions in some situations•Social media will strengthen the ePatient movement 25

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VisionWith the right precautions, we can help make a differencein the lives of children, youth, and families by spreadingour expertise outside our walls and beyond the patients wesee in our clinics each year. 27

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Why online tool?•Nature of healthcare makes it difficult/impossible to get peoplein room at the same time.•Many hospital communications are one-way•In-person communication can be time-consuming, costly•Access peer knowledge, without scheduling meetings orcommittees 34•Conversations can be secure within organization, or securelywithin a group

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One man’s view“A medical, multi-disciplinary approach, as medicine is being taught in medschool, yet as it fails to be practiced in daily routine. Where specialists of allwalks contribute their experience to a singular activity feed that anybody inthe hospital environment can follow, react to and share with others.” 35

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IPC Hospitalist“Patients receive better care when physicians can communicate witheach other quickly and effectively. Our internal network puts ourphysicians in control of the dialog and that’s what they want.” -Director of Information SystemsBenefits Better Collaboration: IPC’s physicians find internal network to be better than email in many cases for obtaining advice and answers to questions from their physician peers. Mobile Connectivity: Physicians can easily access organizational knowledge via their mobile devices. 37 Open: Breaks down organizational hierarchies and fosters dialogue between experts.

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ChallengesWhat are we seeing when organizations try to implement digital engagement strategies?• Lack of consensus on how open people the organization to be?• Capacity building – who is doing to do what?• Alignment with brand strategy• Intersection of Communications and IT – moving to the next stage presents new problems from different internal stakeholders 42• Measurement and metrics

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Benefits• Facilitating conversations that strengthen relationships and build loyalty• Providing opportunities to develop stakeholder-driven policy and programs that foster support and good will• Offering proactive stakeholder communication that reduces the likelihood of crisis management intervention• Introducing the opportunity for stakeholder innovation• Reducing costs of change management and provide an opportunity for the community or market to lead the change• Fostering conversations around key issues by the community that benefit 44 from the peer-to-peer nature of involvement•

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Digital Engagement - 4 pillar strategy What is Who are What are the How are the being said – your nature & type conversations what is the stakeholde of conver- motivating the context? rs? sations you community to are having? engage and expand the community 46

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Assessing yourorganizationWhere does your organization sit in its effectiveness inengaging with your various stakeholders?Do these stakeholders have enough opportunity toengage with your organization? 48

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DE Assessment Level I Level II Level III Level IVPublicPatients / ClientsMembers / DonorsStaff / VolunteersLevel I Very few individuals in this group are being reached or have even been identified, and almost none are engaging with the organization digitallyLevel II Some of your target audience are being reached, and few are engaging with the organizationLevel III Most of the individuals in this target audience are being reached, and of those, some are engaging with the 49 organizationLevel IV All or almost all of this target audience is being reached and most are engaging with the organization

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Next StepsUnderstanding where your challenges are and how to move up the levels takes both a look inside and understanding what practitioners like those at the CMA and CHEO are doing.Soshal has developed an online assessment tool to help you determine where your organization is. More details to come. 50

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Health e-CommunityWe invite you to join the community if you:•Have questions about digital engagement in health that you’d like to ask us and other healthexperts•Would like ongoing support for questions about implementing digital strategies to work withyour stakeholders•Would like to connect and share with other health professionals for best practices andexperiences•Are interested in watching highlights from our webinar•Would like to witness digital engagement first-hand 52•Check out the Community for Soshal’s new Online Assessment Tool

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#HCSMCAJoin the conversation every Wednesday at 1pm ET#hcsmca is a vibrant community of people interested in exploring socialinnovation in health care.We share and learn, and together we are making health care more openand connected.Wednesdays at 1pm ETFollow the hashtag.Join the weekly chat.Share your knowledge.Tap into the community.Search the archives. 53 http://cyhealthcommunications.wordpress.com/hcsmca-2/Add a topic.Attend a meet up.